In 2023, Black Friday had not been a hit in France. For what ? Inflation and more responsible consumption explained this decline in sales in particular. What will it be in 2024? According to the “The French and Black Friday” barometer OpinionWay for Bonial* the respondents see in this commercial meeting “a smart tactic for Christmas gift shopping”. In fact, the intention to buy gifts has reached its highest level in 4 years (+ 4 points): 79% of buyers say they wait for this period to make their gift purchases, and 20% of them even plan to buy all of their Christmas presents. According to another study unveiled by West France on the occasion of the KidExpo toy fair, parents are ready to allocate a budget of €136 per child on average.
An estimate lower than Black Friday 2024 spending, according to Bonial. A sum however decreasing: “with an average budget of €388 (- €28 vs. 2023), we observe a reorientation towards the purchase of everyday products. In fact, 20% of buyers plan to take advantage of reductions in everyday consumption (+3 points). » Nevertheless, in a still fragile economic context, the French are counting on Black Friday to take advantage of promotions: 29% of them plan to make purchases on Black Friday, a trend slightly increasing compared to 2023 (+ 2 points ).
Young people more attracted than others
Young people (18-24 years old) are the most likely to participate in Black Friday, with one in two young people planning to shop during this event. Clothing and high-tech are popular. “Among buyers who wish to be informed of Black Friday promotions (96%, -2 points), 92% would like to be informed via digital media (score stable). Emails remain the preferred information channel, cited by half of buyers (-3 points), then the websites or mobile applications of the brands themselves (40%, -1 point). Websites or mobile applications which bring together leaflets, catalogs and promotional offers from brands (35%) record an increase of 8 points compared to 2023”details the barometer.
Finally, Black Friday remains primarily digital, with 87% of shoppers planning to do at least part of their purchases online. Reason for hope for retailers: purchases made exclusively in store are gaining ground and increasing year after year, going from 8% in 2021 to 12% this year. If the promotions are up to par.
* Representative sample of the French population aged 18 and over 1,009 people. The sample was constituted according to the quota method, taking into account the criteria of sex, age, socio-professional category, urban category and region of residence. The interviews were carried out from October 24 to 28, 2024
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